{"id":16015,"date":"2021-02-02T01:00:05","date_gmt":"2021-02-02T05:00:05","guid":{"rendered":"http:\/\/www.wyliecomm.com\/?p=16015"},"modified":"2021-02-19T05:59:23","modified_gmt":"2021-02-19T09:59:23","slug":"how-to-engage-your-social-media-audience","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2021\/02\/how-to-engage-your-social-media-audience\/","title":{"rendered":"How to engage your social media audience"},"content":{"rendered":"<h2>Use imperative voice to focus on readers<\/h2>\n<p>They had me at &#8220;You&#8217;ll save 80 hours a year.&#8221;<\/p>\n<figure id=\"attachment_25559\" aria-describedby=\"caption-attachment-25559\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"25559\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/02\/how-to-engage-your-social-media-audience\/how-to-engage-your-social-media-audience-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/02\/how-to-engage-your-social-media-audience.png\" data-orig-size=\"475,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"how-to-engage-your-social-media-audience\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Save time, avoid effort&lt;\/strong&gt; Imperative voice gets clicked, opened, read and shared. Here are three ways to get the imperative voice into your messages. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/businessman-dart-bulls-eye-87320695&quot; rel=&quot;noopener noreferrer&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Creativa Images&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/02\/how-to-engage-your-social-media-audience-300x189.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/02\/how-to-engage-your-social-media-audience.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/02\/how-to-engage-your-social-media-audience.png\" alt=\"How to engage your social media audience\" title=\"How to engage your social media audience\" width=\"475\" height=\"300\" class=\"size-full wp-image-25559 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/02\/how-to-engage-your-social-media-audience.png 475w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/02\/how-to-engage-your-social-media-audience-300x189.png 300w\" data-sizes=\"(max-width: 475px) 100vw, 475px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 475px; --smush-placeholder-aspect-ratio: 475\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"25559\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/02\/how-to-engage-your-social-media-audience\/how-to-engage-your-social-media-audience-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/02\/how-to-engage-your-social-media-audience.png\" data-orig-size=\"475,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"how-to-engage-your-social-media-audience\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Save time, avoid effort&lt;\/strong&gt; Imperative voice gets clicked, opened, read and shared. Here are three ways to get the imperative voice into your messages. &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/businessman-dart-bulls-eye-87320695&quot; rel=&quot;noopener noreferrer&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by Creativa Images&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/02\/how-to-engage-your-social-media-audience-300x189.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/02\/how-to-engage-your-social-media-audience.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/02\/how-to-engage-your-social-media-audience.png\" alt=\"How to engage your social media audience\" title=\"How to engage your social media audience\" width=\"475\" height=\"300\" class=\"size-full wp-image-25559\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/02\/how-to-engage-your-social-media-audience.png 475w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/02\/how-to-engage-your-social-media-audience-300x189.png 300w\" sizes=\"(max-width: 475px) 100vw, 475px\" \/><\/noscript><figcaption id=\"caption-attachment-25559\" class=\"wp-caption-text\"><strong>Save time, avoid effort<\/strong> Imperative voice gets clicked, opened, read and shared. Here are three ways to get the imperative voice into your messages. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/businessman-dart-bulls-eye-87320695\" rel=\"noopener noreferrer\" target=\"_blank\"><em>Image by Creativa Images<\/em><\/a><\/figcaption><\/figure>\n<p>Envoy, a grocery delivery company, does a great job of focusing on the benefits of its service:<\/p>\n<div class=\"excerptbox\" style=\"border:1px solid black;\">\n<p>You&#8217;ll save 80 hours a year.<\/p>\n<p>Or more. It&#8217;s amazing how all those lost weekend afternoons and &#8220;oh no, I&#8217;m out of something&#8221; trips add up.<\/p>\n<p>With Envoy, you&#8217;re on your way to a new world. Where you&#8217;ll have the freedom to get more done. To focus on what matters more. Or to simply relax and enjoy a well-deserved break.<\/p>\n<\/div>\n<p>But why &#8220;You&#8217;ll save 80 hours a year&#8221;? Why not just &#8220;Save 80 hours a year&#8221;?<\/p>\n<p>That&#8217;s the imperative voice. And it&#8217;s a power tool of benefits writing.<\/p>\n<h3>Why choose the imperative voice?<\/h3>\n<p>We learned in third grade to call the imperative voice the command voice. And it can be a command: <em>Do the dishes. Make your bed. Clean your room.<\/em><\/p>\n<figure id=\"attachment_16032\" aria-describedby=\"caption-attachment-16032\" style=\"width: 480px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"16032\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/02\/how-to-engage-your-social-media-audience\/80-hours\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/80-hours.jpg\" data-orig-size=\"480,223\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"80-hours\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/80-hours-300x139.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/80-hours.jpg\" tabindex=\"0\" role=\"button\" class=\"size-full wp-image-16032 lazyload\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/80-hours.jpg\" alt=\"\" width=\"480\" height=\"223\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/80-hours.jpg 480w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/80-hours-300x139.jpg 300w\" data-sizes=\"(max-width: 480px) 100vw, 480px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 480px; --smush-placeholder-aspect-ratio: 480\/223;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"16032\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/02\/how-to-engage-your-social-media-audience\/80-hours\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/80-hours.jpg\" data-orig-size=\"480,223\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"80-hours\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/80-hours-300x139.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/80-hours.jpg\" tabindex=\"0\" role=\"button\" class=\"size-full wp-image-16032\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/80-hours.jpg\" alt=\"\" width=\"480\" height=\"223\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/80-hours.jpg 480w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/80-hours-300x139.jpg 300w\" sizes=\"(max-width: 480px) 100vw, 480px\" \/><\/noscript><figcaption id=\"caption-attachment-16032\" class=\"wp-caption-text\"><strong>Ann Wylie: avoiding errands since 1959<\/strong> Envoy promises that I&#8217;ll get more done, focus on what matters more and relax and enjoy my weekends.<\/figcaption><\/figure>\n<p>When communicators use it, though, think of it as the invitation voice: <em>Save money, save time, avoid effort.<\/em><\/p>\n<p>Why imperative?<\/p>\n<p><strong>1. Imperative voice gets shared.<\/strong>. <a href=\"https:\/\/blog.bufferapp.com\/the-most-popular-words-in-most-viral-headlines\" target=\"_blank\" rel=\"noopener noreferrer\">Imperative words like <em>see, make<\/em> and <em>look<\/em> can help blog headlines go viral<\/a>, according to a Rippen analysis of 3,016 headlines from Buzzfeed, ViralNova, Upworthy and Wimp.<\/p>\n<p><strong>2. Imperative voice boosts email click, open and read rates<\/strong>. <a href=\"https:\/\/returnpath.com\/wp-content\/uploads\/2015\/04\/RP-Subject-Line-Report-FINAL.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Benefits verbs like <em>add, open<\/em> and <em>try<\/em> increase email reading<\/a>, according to a study by Return Path, a global data and marketing firm. Return Path looked at more than 2 million email subscribers from 3,000 retail senders over a month last year.<\/p>\n<p>Benefits verbs in subject lines increase email reading, says Return Path:<\/p>\n<ul>\n<li><strong>Register:<\/strong> Average read rate is 24.19% (+6.70%)<\/li>\n<li><strong>Open:<\/strong> Average read is 16.48% (+1.73%)<\/li>\n<li><strong>Add:<\/strong> Average read rate is 16.56% (+1.13%)<\/li>\n<li><strong>Add:<\/strong> Average read rate is 16.56% (+1.13%)<\/li>\n<li><strong>Download:<\/strong> Average read rate is 25.03% (+0.3%)<\/li>\n<li><strong>Try:<\/strong> Average read rate is 13.71% (+0.28%)<\/li>\n<li><strong>Click:<\/strong> Average read rate is 12.27% (+0.20%)<\/li>\n<\/ul>\n<p style=\"margin-top: 15px;\">A Phrasee study adds weight to this evidence: <a href=\"http:\/\/phrasee.co\/wp-content\/uploads\/2015\/04\/Phrasee_Email_Subject_Lines_That_Sell.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Experiential words like <em>celebrate<\/em> performed best<\/a> in Phrasee&#8217;s analysis of more than 40 billion successful (and not so successful) emails to identify what works and what does not in subject lines.<\/p>\n<p>Imperative voice works, according to Phrasee:<\/p>\n<ul>\n<li><strong>Celebrate<\/strong>: Has a Phrasee score of 64 (open rate: 6.3%, click rate: -18.1%, CTO rate: -22.9%)<\/li>\n<li><strong>Buy<\/strong>: Has a Phrasee score of 61 (open rate: 18.0%, click rate: -16.0%, CTO rate: -28.8%)<\/li>\n<li><strong>Get your<\/strong>: Has a Phrasee score of 54 (open rate: 10.7%, click rate: 43.4%, CTO rate: 29.6%)<\/li>\n<\/ul>\n<p style=\"margin-top: 15px;\">Adestra obtained similar results: <a href=\"http:\/\/www.adestra.com\/resources\/downloadable-reports\/2015-subject-line-analysis-report\/\" target=\"_blank\" rel=\"noopener noreferrer\">Verbs like <em>buy<\/em> and <em>save<\/em> outperformed adjectives, including <em>free<\/em><\/a>, according to the U.K.-based email service provider&#8217;s analysis of more than 3 billion emails to learn which words work \u2014 and which don\u2019t \u2014 in subject lines.*The Phrasee score is a normalized, weighted score that aggregates the overall effect a phrase has on response. The higher the Phrasee score, the more reliably positive the results are.<\/p>\n<figure id=\"attachment_16033\" aria-describedby=\"caption-attachment-16033\" style=\"width: 454px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"16033\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/02\/how-to-engage-your-social-media-audience\/its-the-verb\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/its-the-verb.jpg\" data-orig-size=\"454,384\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"its-the-verb\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/its-the-verb-300x254.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/its-the-verb.jpg\" tabindex=\"0\" role=\"button\" class=\"size-full wp-image-16033 lazyload\" title=\"It\u2019s the verb, Silly!\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/its-the-verb.jpg\" alt=\"It\u2019s the verb, Silly!\" width=\"454\" height=\"384\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/its-the-verb.jpg 454w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/its-the-verb-300x254.jpg 300w\" data-sizes=\"(max-width: 454px) 100vw, 454px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 454px; --smush-placeholder-aspect-ratio: 454\/384;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"16033\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/02\/how-to-engage-your-social-media-audience\/its-the-verb\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/its-the-verb.jpg\" data-orig-size=\"454,384\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"its-the-verb\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/its-the-verb-300x254.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/its-the-verb.jpg\" tabindex=\"0\" role=\"button\" class=\"size-full wp-image-16033\" title=\"It\u2019s the verb, Silly!\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/its-the-verb.jpg\" alt=\"It\u2019s the verb, Silly!\" width=\"454\" height=\"384\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/its-the-verb.jpg 454w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/its-the-verb-300x254.jpg 300w\" sizes=\"(max-width: 454px) 100vw, 454px\" \/><\/noscript><figcaption id=\"caption-attachment-16033\" class=\"wp-caption-text\"><strong>It\u2019s the verb, Silly!<\/strong> Notice that the most effective words are verbs; half of the least effective ones are nouns. <em>Image by Adestra<\/em><\/figcaption><\/figure>\n<p>So the research is in: The imperative voice improves communication. So, what are best practices for the imperative voice?<\/p>\n<h3>1. Show them what they can do.<\/h3>\n<p>Instead of writing about us and our stuff, focus on what people can do with your stuff.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"16035\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/02\/how-to-engage-your-social-media-audience\/hiking-boots\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/hiking-boots.jpg\" data-orig-size=\"443,248\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"hiking-boots\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/hiking-boots-300x168.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/hiking-boots.jpg\" tabindex=\"0\" role=\"button\" class=\"aligncenter size-full wp-image-16035 lazyload\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/hiking-boots.jpg\" alt=\"\" width=\"443\" height=\"248\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/hiking-boots.jpg 443w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/hiking-boots-300x168.jpg 300w\" data-sizes=\"(max-width: 443px) 100vw, 443px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 443px; --smush-placeholder-aspect-ratio: 443\/248;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"16035\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/02\/how-to-engage-your-social-media-audience\/hiking-boots\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/hiking-boots.jpg\" data-orig-size=\"443,248\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"hiking-boots\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/hiking-boots-300x168.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/hiking-boots.jpg\" tabindex=\"0\" role=\"button\" class=\"aligncenter size-full wp-image-16035\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/hiking-boots.jpg\" alt=\"\" width=\"443\" height=\"248\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/hiking-boots.jpg 443w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/hiking-boots-300x168.jpg 300w\" sizes=\"(max-width: 443px) 100vw, 443px\" \/><\/noscript><br \/>\nNeed some inspiration?<\/p>\n<p><strong>Think imperative voice for email subject lines<\/strong>. Check out Unfunnel\u2019s list of favorite benefits headlines, including:<\/p>\n<ul>\n<li>\u201cBorrow\u201d all my checklists \u2026<\/li>\n<li>Check out new \u201cman cave\u201d [PICS]<\/li>\n<li>Discover The [desired result] Secret<\/li>\n<li>[Verb] Your Way To A [desired result]<\/li>\n<li>Stop [undesired result]<\/li>\n<li>Get [desired result] Without [undesired result]<\/li>\n<li>Get Rid of [problem] Once and For All<\/li>\n<li>Improve\/Increase Your [desired result] In [time period]<\/li>\n<\/ul>\n<p><strong>Think imperative voice for headlines<\/strong>. One issue of <em>New York<\/em> magazine included all of these imperative headlines:<\/p>\n<ul>\n<li>Have a drink: 53 best bars to loosen up in this spring<\/li>\n<li>Own this city (department heading for a column about things to do this weekend)<\/li>\n<li>Eat Out (department heading for restaurant reviews)<\/li>\n<li>Drink up (department heading for bar reviews)<\/li>\n<li>Hire this \u2026 (department heading for profile of a job seeker)<\/li>\n<li>Score some swag (email contest promo)<\/li>\n<li>Get this (online promo)<\/li>\n<\/ul>\n<p><strong>Think imperative voice for news release leads<\/strong>. Steal a trick from this release lead from a Silver Anvil Award-winning PR campaign by Natural Resources Conservation Service:<\/p>\n<div class=\"excerptbox\" style=\"border: 1px solid black;\">As spring temperatures go up, it\u2019s an excellent time for farmers, ranchers and gardeners to focus their attention down to the soil below them. A spring check-up of your soil\u2019s health gives clues of your ground\u2019s ability to feed plants, hold water, capture carbon and more. No fancy equipment required. Just grab a spade or shovel and prepare your senses to dig a little and learn a lot.<\/div>\n<p><em>Grab a spade \u2026 prepare your senses \u2026 dig a little \u2026 learn a lot<\/em>. #LoveIt!<\/p>\n<p>I also love this tagline from Truman State University:<\/p>\n<h5 class=\"standalone\">Don&#8217;t follow. Pursue.<\/h5>\n<p>Think imperative voice for content promotion. \u201cIf a guy is walking into the street, you\u2019re not going to shout out to him, \u2018Hey, How Not to Get Hit by a Car.\u2019 You\u2019re going to say, \u2018Hey, Look Out!&#8217;\u201d David Zinczenko, editor of <em>Men&#8217;s Health<\/em>, told <em>The New York Times<\/em>. \u201cThe same thing applies to cover lines.\u201d<\/p>\n<h5 class=\"standalone\">Are you involving readers \u2014 or just preaching to them? Try inviting them into your content with the imperative voice.<\/h5>\n<h3>2. Make lists parallel.<\/h3>\n<p>Back to Envoy for a minute. Here&#8217;s the list of benefits it shares on a web page:<\/p>\n<ul>\n<li>Your favorite stores<\/li>\n<li>A shopper you trust<\/li>\n<li>Live life to the fullest<\/li>\n<li>Always the best prices<\/li>\n<li>Eat healthier, for less<\/li>\n<li>Support local<\/li>\n<\/ul>\n<figure id=\"attachment_16036\" aria-describedby=\"caption-attachment-16036\" style=\"width: 480px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"16036\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/02\/how-to-engage-your-social-media-audience\/why-envoy\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/why-envoy.jpg\" data-orig-size=\"480,289\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"why-envoy\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/why-envoy-300x181.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/why-envoy.jpg\" tabindex=\"0\" role=\"button\" class=\"size-full wp-image-16036 lazyload\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/why-envoy.jpg\" alt=\"\" width=\"480\" height=\"289\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/why-envoy.jpg 480w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/why-envoy-300x181.jpg 300w\" data-sizes=\"(max-width: 480px) 100vw, 480px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 480px; --smush-placeholder-aspect-ratio: 480\/289;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"16036\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/02\/how-to-engage-your-social-media-audience\/why-envoy\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/why-envoy.jpg\" data-orig-size=\"480,289\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"why-envoy\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/why-envoy-300x181.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/why-envoy.jpg\" tabindex=\"0\" role=\"button\" class=\"size-full wp-image-16036\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/why-envoy.jpg\" alt=\"\" width=\"480\" height=\"289\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/why-envoy.jpg 480w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/why-envoy-300x181.jpg 300w\" sizes=\"(max-width: 480px) 100vw, 480px\" \/><\/noscript><figcaption id=\"caption-attachment-16036\" class=\"wp-caption-text\"><strong>Three of these things just do not belong<\/strong> Three of these benefits use the imperative voice. The rest are not imperative.<\/figcaption><\/figure>\n<p>So what&#8217;s wrong with this list?<\/p>\n<p>Three of these things are not like the others. &#8220;Live life to the fullest,&#8221; &#8220;Eat healthier, for less&#8221; and &#8220;Support local&#8221; all use the imperative voice. The rest of the items on this list are not imperative. And that means this list is not parallel.<\/p>\n<p>To fix that problem:<\/p>\n<ul>\n<li><strong>Choose verbs<\/strong>. When you set up a benefits list, imagine a line that says, \u201cThat means you will \u2026\u201d You don\u2019t need to write that line; just know that it\u2019s there. That line will force you to use verbs, not nouns, for your list. That means you will \u2026 live life to its fullest; eat healthier, for less; support local.<\/li>\n<li><strong>Make lists parallel<\/strong>. Now note which of these items doesn\u2019t follow that line. That means you will \u2026 your favorite stores. That means you will \u2026 a shopper you can trust. That means you will \u2026 always the best prices.<\/li>\n<li><strong>Fix your list<\/strong>. Now you can see what to do. Rewrite every \u201cbenefit\u201d that\u2019s really a feature (or a noun). Instead of \u201cThat means you will \u2026 always the best prices,\u201d you\u2019ll wind up with \u201cThat means you will \u2026 save with the best prices.\u201d<\/li>\n<\/ul>\n<h5 class=\"standalone\">Is your list parallel, benefits-focused and verb-based? Then press Send.<\/h5>\n<h3>3. Write an invitation instead of a command.<\/h3>\n<p>Remember that Phrasee study that showed that experiential words like <em>celebrate<\/em> and <em>love<\/em> get top results in subject lines?<\/p>\n<figure id=\"attachment_16037\" aria-describedby=\"caption-attachment-16037\" style=\"width: 480px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"16037\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/02\/how-to-engage-your-social-media-audience\/sundance\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/sundance.jpg\" data-orig-size=\"480,249\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"sundance\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/sundance-300x156.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/sundance.jpg\" tabindex=\"0\" role=\"button\" class=\"size-full wp-image-16037 lazyload\" title=\"Tell us what you think\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/sundance.jpg\" alt=\"Tell us what you think\" width=\"480\" height=\"249\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/sundance.jpg 480w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/sundance-300x156.jpg 300w\" data-sizes=\"(max-width: 480px) 100vw, 480px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 480px; --smush-placeholder-aspect-ratio: 480\/249;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"16037\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/02\/how-to-engage-your-social-media-audience\/sundance\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/sundance.jpg\" data-orig-size=\"480,249\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"sundance\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/sundance-300x156.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/sundance.jpg\" tabindex=\"0\" role=\"button\" class=\"size-full wp-image-16037\" title=\"Tell us what you think\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/sundance.jpg\" alt=\"Tell us what you think\" width=\"480\" height=\"249\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/sundance.jpg 480w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2017\/10\/sundance-300x156.jpg 300w\" sizes=\"(max-width: 480px) 100vw, 480px\" \/><\/noscript><figcaption id=\"caption-attachment-16037\" class=\"wp-caption-text\"><strong>No, you tell <em>me<\/em> what I think!<\/strong> Of course you&#8217;d love to hear my thoughts. But I don&#8217;t have a few moments to click the image and write a review. For better results, write an invitation message \u2014 what do I get if I give you feedback? \u2014 instead of a command.<\/figcaption><\/figure>\n<p>Guess what didn&#8217;t work? Command words, like <em>spend<\/em>, perform less effectively in subject lines. (Because who wants to <em>spend<\/em>?)<\/p>\n<p>So make sure you&#8217;re writing an invitation instead of a command: <em>Learn how to get twice the work done in half the time<\/em>, not <em>Register for our webinar<\/em>.<\/p>\n<h5 class=\"standalone\">Is your message a benefit? Or a command?<\/h5>\n<div id='MC-GC' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-43\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Get Clicked, Liked & Shared, Ann Wylie's content-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/content-writing-training\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/content-writing-training.png\" alt=\"Get Clicked, Liked & Shared, Ann Wylie's content-writing workshop\" title=\"Get Clicked, Liked & Shared, Ann Wylie's content-writing workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 5px; margin-bottom: 10px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/content-writing-training.png\" alt=\"Get Clicked, Liked & Shared, Ann Wylie's content-writing workshop\" title=\"Get Clicked, Liked & Shared, Ann Wylie's content-writing workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 5px; margin-bottom: 10px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>How can you write content readers want to read?<\/h3>\r\n<p>There\u2019s a lot of ME in social MEdia. And there\u2019s a great big I in TwItter. No wonder social media thought leader Brian Solis calls content marketing the <em>egosystem<\/em>.<\/p>\r\n\r\n<p>Unfortunately, talking about yourself and your stuff on social channels works about as well as it does at a cocktail party. But watch your social media reach and influence grow when you deliver relevant, valuable, useful content.<\/p>\r\n\t\r\n<p>Learn how to identify what content readers want to read at <a title=\"Get Clicked, Liked & Shared, Ann Wylie's content-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/content-writing-training\/\" target=\"\" rel=\"noopener\"><strong>Get Clicked, Liked &amp; Shared<\/strong><\/a>, our content-writing workshop.<\/p>\r\n\t\r\n<p>You\u2019ll learn to position your company as the expert in the field. Find out how to make sure your posts are welcome guests and not intrusive pests. And discover the power of the most-retweeted word in the English language.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/content-writing-training\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/content-writing-training\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>Use imperative voice to focus on readers<\/p>\n","protected":false},"author":6,"featured_media":25559,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[492],"tags":[269,313],"class_list":{"0":"post-16015","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-blog-post","8":"tag-imperative-voice","9":"tag-phrases","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to engage your social media audience<\/title>\n<meta name=\"description\" content=\"Save time, avoid effort: Imperative voice gets clicked, opened, read and shared. 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